So you just launched a new white paper. How do you tweet about the content multiple times without seeming repetitive? Try factoids. Factoids are brief glimpses into the content on offer. They can be excerpts, but they also stand alone as facts or tips or news or opinion in their own right, even outside the [...]
November 24, 2009 – 1:19 pm
A client asks: “Now that we have our marketing automation system in place, is it really necessary to use registration forms in our lead nurturing (follow-up) campaigns? After all, we already know who these people are, correct? If we offer them direct access to the content assets, we can still track their click-throughs and then [...]
By Howard Sewell
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Also posted in Campaign Measurement, Content marketing, Database Marketing, Lead Management, Lead Nurturing, Marketing Automation, direct marketing, email marketing
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Tagged b2b demand generation, b2b lead generation, Content marketing, landing page optimization, Lead Management, Lead Nurturing
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October 21, 2009 – 11:41 am
Email marketing and marketing automation provider Silverpop just released a timely white paper (registration required) that gives new hope to B2B marketers looking for creative ways to increase response from email campaigns. In “Emails Gone Viral: Measuring “Share to Social” Performance”, Silverpop provides compelling data that suggests adding social links to emails can have a [...]
By Howard Sewell
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Also posted in 1, B2B Marketing, Demand Generation, E-mail, Lead Nurturing, Social Media, email marketing, lead generation
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Tagged b2b demand generation, b2b lead generation, B2B Marketing, email design, email marketing, Social Media
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October 14, 2009 – 8:30 am
Do search campaigns demand a different approach to offer strategy compared to other demand generation programs, say emails? Answer: yes. Remember, there are two fundamental truths about someone arriving at your landing page via a search ad: 1. He/she received very little information about your company in the ad (105 characters to be precise, including [...]
By Howard Sewell
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Also posted in B2B Marketing, Demand Generation, Offer Strategy, SEM, search marketing
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Tagged b2b demand generation, b2b lead generation, Landing Pages, paid search, PPC, search marketing, SEM
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September 1, 2009 – 8:55 pm
The Thank You Page is the forgotten child of online marketing. As the place to send prospects once they’ve filled out your registration form, most thank you pages host the content on offer, a Google conversion code, a link to the corporate Website, and little else. But is that a missed opportunity? Can thank you [...]
Howard J. Sewell is president of Spear Marketing Group and a B2B marketing veteran with more than two decades' experience in direct marketing, demand generation, and lead management.
